leisure aiming to find a solution steve ward – head of marketing & brands

Leisure

Aiming to find a solution

Steve Ward – Head of Marketing & Brands

GLL – geographic spread

GLL – in brief• Not for profit Trust• Industrial Provident Society for the benefit

of the community• Operating in excess of 60 centres across

London (plus Reading and Epsom & Ewell)• Works with Council partners to manage and

operate centres• Similar models can be found across London

and the UK

GLL – geographic spread• Currently, GLL has 250,000 members (card

holders) of varying types

• Every partner requires benefits for their residents / members / users

• Joining this up within the borough is difficult

• Joining this up across London is even more so

The memberships in brief

The membership types

Prepaid or

Pay & Play

Prepaid or

Pay & Play

Prepaid or

Pay & Play

Prepaid or

Pay & Play

Prepaid Prepaid or

Pay & Play

Third party recognition?• Every card has in borough recognition within

the leisure centres (Borough wide membership)

• The same membership / benefit / discounting system is in place in 11 of 15 partnerships

• GLL aims that this architecture will be in place in every borough by the middle of 2007

• Development of third party recognition and benefits continues

Recognition across…..

ACCESS TO• Leisure Centres• Parks/Fitness trails• Sports venues• Libraries• Community centres• Council Offices• Tourist attractions• Schools/Further

Education

BENEFIT TO• Leisure Centre

Activities• Sports Development

programmes• Local Club / Sports

Activities• Activity Intervention

Programmes• Festivals / Events &

Transport• All Council / GLA

services• Education / courses

London Fitness Network – case study• London Fitness Network has

London wide recognition• Membership that gives same

benefits in every leisure centre operated by a Trust

• Currently recognised in 76 leisure centres across London

• Allows people to live / work in different areas of London but be a member of one scheme

London Fitness Network positioning

LFN - validation

Current / future issues• Current situation is not ideal in terms of

validation and recognition• Technology is one of the main issues to

overcome• Companies need to be in a position to

be able to supply accurate data• Expansion of the Fitness Network is

likely – technology has to be overcome

Leisure

Aiming to find a solution

Steve Ward – Head of Marketing & Brands

www.gll.orgwww.londonfitnessnetwork.o

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